45-54 cohort on laundry detergent as cpg
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45 54 Cohort
Team 2Jessica Harran
Janelle JordanAnna LamYinan Li
Colleen PittJesse Ritter
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According to the MetLife Mature Marketing Institute, our cohort canbe described as the Younger Boomers.
Born between the years 1960 and 1969, they experienced their
adolescence during the 70s and 80s.
As seen in the visual shown above, the boom is strongly depicted.
Insight behind our age cohort commonly
known as Younger Boomers.
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The overview of our cohort
ages 45-54 years old.
Multiple events occurred during the Younger Boomers lateadolescent, early adulthood years that made a significantimpact.
The three most significant events that truly connect our cohortare the Assassination of JFK, Neil Armstrong walking on themoon, and the Watergate Scandal.
Another strong connection our cohort has is the idea of theAmerican Dream. Based on our research, both primary andsecondary, we found that most individuals in our cohort believethe ability to build relationships and provide financial stabilityfor themselves and their families are the most important aspectsof this dream.
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The insight behind our
questionnaire is explained.
After conducting secondary research, our team was able to
gain insight into the type of questions we wished to ask in our
questionnaire. Our teams goal was to uncover more
information behind the habits and thoughts of our cohorttowards these different products.
Our questions included: Did their childhood had effects on
products they currently purchase? Do their personal beliefs
correlate with their news/media intake? Are frozen dessertpurchases impulsive? With whom do our cohort dine out and
travel with?
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The focus behind Sub-
Segmenting is discussed.
After attaining information from our
questionnaire and conducting secondary
research, our team came to a conclusion.
In order to further analyze our cohort we must
sub-segment them into two groups: Family First
segment and the Career Focused Couple. The
Family First segment include those with childrenand the Career Focused Couple are those who do
not have children.
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This picture illustrates the average family living
room for a married couples between the ages of
45-54 that have two children. The son is holding two ice cream cones, which
indicates that ice cream is the most popular
purchase of frozen desserts.
FOX, ABC, or HBO are the programs that are
most likely viewed for their entertainment.
The travel magazines on the tables indicate those
with children are more likely to plan recreational
travels on their own without consulting anagency.
Our cohort predominately subscribe toEntertainment and DIY magazines. This
conclusion traces back to the ideal self and the
extended self.
The illustration of an average family in
our cohort is displayed and explained.
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Our research indicates
that those who are
married, but do no havechildren, can be
described as true
foodies.
In terms of dining out,
they enjoy time together,
cooking in the kitchen.
The dining out behaviors of those who are
married but have no children.
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For these Career Focused
Couples, their motivation
when dining out is toenhance their relationship
with one another.
These factors take effect
in their decision-makingprocess on where to dine.
The Career Focused Couples decision-making
process when dining out.
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For married couples with children,
convenience and environment are
key factors in their decision-
making process. The Family First Couples tend to
dine out at bar and grills
restaurants with their children.
This time together is used to
strengthen their connection with
one another, similar to the
previous couple shown.
Family First Couples decision-
making when dining out.
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This picture displays the womanholding the most purchased brand of
laundry detergent associated with this
cohort. Based on our questionnaire,
Tide is the predominately brand used
during childhood and is consumed tillthis day.
This close relationship between ourcohort and the Tide brand led our
team to consider the possibilities
between Tide and a travel agency.
The travel agency can run a vacationgiveaway while using Tide as their
platform. The Freshen Your
Perspective sweepstakes could offer
free, domestic, family vacation for
Tide consumers.
Tides impact on our age cohort.
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Recommendations for marketers
to optimize on this age cohort.
Nostalgic advertising could be effective based on the idea of the
American Dream. Marketers could appeal to the painful longing to
return to a place of economic stability. Targeting childhood memories
can also prompt individuals to buy.
Our cohort is more likely to watch television in the evening. Planning a
strategic way to advertise during these hours will optimize the brand or
product. Advertising during hit shows such as New Girl on FOX,
Modern Family on ABC, and Girls on HBO will help optimize the on
networks and create awareness.
Strategic partnerships is essential for advertising. In this cohort,
women are predominately the key decision makers in a household. A
partnership to target these women would benefit both parties involved.
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This age cohort stands out from the rest because they saw the landscape of
this country change, both economically and in technology.
These individuals maintain the values instilled as children and strive to pass
these values through future generations despite the changes.
Our team learned the consumer behavior of laundry detergent, frozendesserts, dining out, recreational travel, and media pertaining to our cohort.
Through these findings we realized one thing remained constant: their
attempt to maintain a sense of what the American Dream means to them.
Paying tribute to our cohort.
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Thank YouTeam 2
45-54 Age Cohort